品牌来源国和产品制造国对消费者购买行为的影响

在区分品牌来源国和产品制造国的基础上,探索了它们对消费者产品质量评价和购买意愿的影响。发现产品制造国对品质评价具有显著影响,而品牌来源国则对购买意向产生显著作用。将品牌来源国形象高的产品转移到发展中国家生产有可能降低产品的品质感知,但不一定影响消费者购买意愿。品牌来源国在影响消费者的方式上明显有别于产品制造国,在未来关于原产国的研究中,应将品牌来源国置于更为重要的地位。

Effects of Brand-Originating Counties and Product-Made Counties on a Consumer''''s Product Evaluation and Purchase Intension

Brand-originating countries(BOC) and product-made countries(PMC) were distinguished.Explored were the effects of two types of the countries on consumers' product evaluation and purchase intension.It is found that PMC have obvious impacts on consumers' product evaluation;BOC influence consumers' purchase intension significantly.The level of the product evaluation would lower when the products with high brand image from BOC are made in developing countries, but their consumers' purchase intension would keep the same levels possibly.The study indicates that the influence mechanisms of BOC differ from PMC widely.In the future research,the effects of BOC should be explored more extensively and thoroughly.